How does crisis at a major brand affect other brands in the same industry? New Journal of Contingencies and Crisis Management study found that negative impact spills over to non-dominant brands, but innocent brand responses can recover consumer beliefs:
RT @Bugil__Chang: My first solo-authored paper is out! Found responding to another brand's crisis had more positive impact than pre-crisis,…
RT @Bugil__Chang: My first solo-authored paper is out! Found responding to another brand's crisis had more positive impact than pre-crisis,…
RT @Bugil__Chang: My first solo-authored paper is out! Found responding to another brand's crisis had more positive impact than pre-crisis,…